"Vivamos Responsablemente" ("Let's Live Responsibly Program")

Key dates

  • Started on 01/01/2003
  • Last updated on 07/09/2015
  • Status: ongoing


  • Argentina

Funding bodies

  • AB INBEV : Cervecería y Maltería Quilmes

Type of initiative

  • Reducing and preventing underage drinking

Description & results

A shared educational program undertaken with families, schools, the community and authorities to reduce abusive behaviour by promoting healthy values among young people. It is about coming closer to young people to help them understand the reasons for, and the context of, many of their actions, so encouraging them to behave in a more creative, harmonious, and positive manner. The program’s guidelines and contents were selected and developed with the advice of two renowned experts in the field: Dr. José Eduardo Abadi and Lic. Miguel Espeche.

It includes a series of free talks in high-schools facilitated by a team of specially trained professionals to address the issues of adolescence and ensure that the exchange is an enriching one. The talks provide an opportunity to deal with five different values: Responsibility; Awareness of one’s own limits; Tolerance/Respect; Affections; and Effort. The program also includes meetings with teachers in the schools.

In 2006, the program was extended. A “Guía Para Padres de Hijos Adolescentes”, (“Guide for Parents of Teenage Children”) was designed and developed to improve communication between parents and children about some of their most conflicting day-to-day issues, for example, the parental role when faced with new alternatives of adolescence, (the use of free time; the emergence of authority versus authoritarianism; the difference between control and care; and alcohol and prevention information). The program also includes talks for parents at clubs and institutions. These create a space for parents to talk about their role with their children. The key is to always adopt a positive outlook that will strengthen the confidence of parents in their role.

In 2001 and 2012 short promotions appeared on utube.

Between 2006 and 2012, 5,195 parents were reached through the "Talks for Parents" and thousands of students had been influenced by the campaign.

Images & Media